The Rise of Social Collaboration

June 20, 2012, by Adam Kaiser in Collaboration

The last year has been quite interesting with a constantly shifting landscape of social media, visual collaboration and unified communications. Social collaboration, a combination of these, is becoming a significant trend and driving the behavior of key manufacturers and software companies. At the same time, businesses of all sizes are beginning to see social collaboration as a key component of their communications strategy.

Point in case, Cisco announced Cisco WebEx Social earlier this week. Originally marketed under the Cisco Quad brand, WebEx Social is an attempt at 2 key things: 1) Expand the incredibly well known Webex brand into the social enterprise space and 2) Create a “hub” for an organization’s collaboration efforts. At the same time, there are rumors of Microsoft looking to acquire Yammer, another provider of social enterprise software.

Cisco and Microsoft are following suit behind Salesforce.com’s continued expansion of their Chatter social platform, Jive Software’s IPO and popularity (another social software company), and about a dozen or so smaller companies vying for a company’s social business.

The key trend emerging is about interaction and communication. As organizations continue to explore social collaboration, they have to ask themselves a key question. What kind of interactions do we want to foster? Organizations can either focus on internal communications by making sure employees can collaborate in the most effective way possible. Or, they can expand those interactions outside the company, making collaboration with partners, vendors and customers possible.

With those questions answered, a company can look to implement the aforementioned “hub.” With this in place, employees have a single starting point for all of their interactions; they can interact with people through IM, chat, and ultimately launch a web conferencing session, voice call, or video conference. This level of integration provides a seamless way for employees to move from one form of collaboration to another. It provides a new meaning for unified communications and will help drive adoption of the technology in addition to foster a team environment.

At the end of the day, all of these technologies are pretty amazing. But, what are the true business benefits? How do employee interactions increase productivity and aid the bottom line?

For one, the cliché “two minds are better than one” holds true; employee interactions with partners, customers and other employees increase productivity through knowledge sharing. As employees interact, they share different tips, think creatively and produce ideas that can improve products or processes and ultimately drive true innovation. All of these aspects have a direct, and dramatic, impact on a firm’s bottom line.

In the coming weeks we will explore in more detail how these different types of interactions can improve an organization’s performance.  Stay tuned!

This post is part of a series covering the benefits of social collaboration within an organization.

Part Two: Unified Communications, Unified People
Part Three: The Power of Business Partnerships
Part Four: Using Collaboration to Increase Customer Lifetime Value

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